Joe Pulizzi of the Content Marketing Marketing Institute gives his take on the state of content marketing
Whether videos, blogs, infographics or ebooks, content is now being consumed on an unprecedented scale. And in our multichannel, multi-device, always-on world, that means content represents an exciting opportunity for brands to make an impression on the customer during the product purchasing process. Little wonder, then, that content marketing has become such big news.
In fact, the buzz for content marketing reached such extraordinary levels in 2014, that it led some to question whether interest in the discipline had reached its peak. Nonetheless, evidence suggests that there could still be plenty of growth left yet.
The Content Marketing Institute (CMI) recently conducted a research on content marketing in the UK, and found that 85% of respondents use content marketing, with 45% reporting they having now created a dedicated content marketing team. And while content marketing was found to account for an average of 26% of over marketing budgets, this number is set to rise in the coming years – 64% of respondents reporting that they will spend more this year.
